-LRB- CNN -RRB- -- Some people might give you the shirt off their back for free . Others might give you their last name -- for a fee .

`` I just saw an opportunity -- my mom is going through a divorce and I do n't need this last name anymore , '' explained 30-year old entrepreneur Jason Sadler , who lives in Jacksonville , Florida . `` I thought ` How am I going to find a new last name ? ' well ` Why not just sell it ? ' ''

To many , the idea of selling off the family surname might be crazy . Sadler says he wants to reinvest the money he makes into other `` fun marketing things '' and `` give 10 % of it to charity . ''

The bidding ended December 13 on Sadler 's website -- buymylastname.com -- and the winning bidder will pay $ 45,500 for Sadler to change his name to Jason Headsets.com .

For all of 2013 , Sadler will legally assume the new surname decided by the winning bidder and will need to change all official forms of identification .

The legal process may take several weeks , according to the Florida state courts system , and involves submitting fingerprints for a state and national criminal check , the associated cost for processing , a court date to consider the name change request and a judge 's final approval .

This is not Sadler 's first attempt at a more creative -- if unorthodox -- moneymaking scheme . In 2009 , the entrepreneur started wearing the shirts of other companies , serving as a walking ad space for a day . He pulled in more than $ 66,000 on top of his regular day job that first year . That start-up still operates today at iwearyourshirt.com .

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Sadler , interviewed earlier in the week by CNN , rejects the idea that he is selling out .

`` The reason I say that is that I do n't want this last name anymore . The name Sadler does n't mean anything to me anymore . And for me I want to work with a brand . I live in this kind of online marketing world and I 'm very passionate about it . If I said I 'll take any casino or pornography site -- that would be selling out . ''

Sadler set some guidelines before the winning bid .

`` I had some legalese written up . If you read the terms and conditions -- nothing political , nothing religious , nothing defaming anybody . There 's been a lot of talk on the internet about giving me a dumb last name . It 's just not going to happen . I have the last right of refusal . ''

Beyond 2013 , Sadler says he might do it over again and represent someone new or just `` pick a random name from the phone book . ''

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NEW : Winning bidder pays $ 45,500 to change surname to `` Headsets.com ''

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American entrepreneur Jason Sadler will assume new last name for 2013

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Sadler : `` Mom going through divorce , I do n't need this last name anymore ''

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Highest bidder gets to name Sadler but legally retains `` last right of refusal ''